How big of a deal is this for employees?

In its 2018 overview, AON found that among North American employees, the engagement opportunity with the biggest increase from the previous survey was “Mission/Values.” That dimension jumped 5 percentage points.

What that indicates is an increasing desire among the workforce to see their employer support an authentic, impactful purpose.

Workers want their jobs to have “meaning,” Gallup found. And it specifically pointed out that, for millennials (who now make up the majority of the workforce), this is one of the strongest drivers of retention.

“The modern workforce knows what’s important to them and isn’t going to settle,” Gallup wrote. “Employees are willing to look and keep looking for a company that’s mission and culture reflect and reinforce their values.”

Seeing the value

Yet many workers feel that’s lacking.

Only 41 percent of respondents told Gallup the mission or purpose of their company makes them feel their job is important.

This suggests workers are thinking about their role – and their employer’s role – in the world, and want to be more connected with that purpose. But that message isn’t reaching them.

On top of that, those thoughtful, aspirational employees become a rich (often untapped) resource for communicating your brand’s mission.

What to do next

As a brand, you should actively listen to employees and pursue solutions that bridge that gap.

You need to effectively communicate not only the business’ mission and values, and how employees’ day-to-day jobs help advance those.

Prioritizing this internal communication is one path to having a more engaged office.

The i.e. network has helped clients achieve this by implementing processes and workflows that ensure two-way communication – and using core journalistic skills to hone in on the best story that will resonate with people, delivered in the optimal package.